MMC 4 Water Resources Conservation

MULTI MEDIA CAMPAIGN 4

WATER RESOURCES CONSERVATION PERIODE MARCH - MAY 2006

DECEMBER 2006

This publication was produced by Development Alternatives, Inc. under USAID Contract No. 497-M-00-05-00005-00

Kredit Foto: Suko Widodo, ESP East Java. ESP East Java conducted workshop for students and media to increase understanding on water value through a traditional water calling ceremony at Kebun Raya Purwodadi, East Java.

MULTI MEDIA CAMPAIGN 4

WATER RESOURCES CONSERVATION PERIODE MARCH - MAY 2006

Title: Multi Media Campaign 4

Water Resources Conservation Periode March – May 2006

Program, activity, or project number: Environmental Services Program, DAI Project Number: 5300201. Strategic objective number: SO No. 2, Higher Quality Basic Human

Services Utilized (BHS). Sponsoring USAID office and contract number: USAID/Indonesia, 497-M-00-05-00005-00. Contractor name: DAI. Date of publication: December 2006

DAFTAR ISI

LIST OF TABLE ......................................................................................................................... II EXECUTIVE SUMMARY..........................................................................................................III RINGKASAN EKSEKUTIF .......................................................................................................IV 1. STRATEGY - MMC “WATER RESOURCES CONSERVATION”............................... 1 2. MMC “WATER RESOURCES CONSERVATION” IMPLEMENTED ACTIVITY...... 3

2.1. ACTIVITIES IMPLEMENTATION...................................................................................................................3 2.2. TYPE OF ACTIVITIES ...................................................................................................................................4 2.3. COMMUNICATIONS TOOLS ......................................................................................................................8 2.4. MEDIA CAMPAIGN SCHEDULE ..................................................................................................................9 2.5. REGIONAL MESSAGE FOCUS.....................................................................................................................9

3. ACTIVITY RESULTS....................................................................................................... 10 3.1. NEWS COVERAGE................................................................................................................................... 10 3.2. REACHING TARGET AUDIENCE.............................................................................................................. 13

4. LESSON LEARNED......................................................................................................... 15 4.1. CHALLENGES........................................................................................................................................... 15 4.2. RECOMMENDED ACTION TO TACKLE THE CHALLENGES .................................................................... 15

LIST OF TABLE TABLE 1 PROVINCIAL ACTIVITY ...................................................................................................................................5 TABLE 2 MMC 4 COMMUNICATION MATERIALS......................................................................................................8 TABLE 3 WEST JAVA RADIO AND TV AD CAMPAIGN...............................................................................................9 TABLE 4 DETAIL EARNED MEDIA COVERAGE.......................................................................................................... 11 TABLE 5 JOURNALIST ATTENDED MMC ACTIVITIES ............................................................................................... 13

EXECUTIVE SUMMARY ESP’s Public Outreach & Communications (POC) provides cross-cutting support to ESP High Priority Province (HPP) teams to communicate ESP principles and stimulate behavior change necessary to achieve overall ESP results. ESP achieves this through the implementation of three integrated activities (Health&Hygiene Campaign, Pride Campaign and POC) in High Priority Provinces as stated in USAID-ESP Year 1 Work Plan, on Public Outreach&Communications component (PM4.4), that is to conduct regular awareness campaign. One of POC activity is Multi-Media Campaigns (MMC), which implemented in partnership with local media and NGOs in each HPP capital on a bi-monthly basis. Regular ESP and BHS messages are communicated through these regular campaigns that communicate information and ‘calls for action’ through a range of electronic, print and community-based media. We will conduct 6 campaigns in total during period of September 2005 – September 2006. Over the next year, ESP looks forward to facilitating multi-media campaigns focusing on point-of-use water management; environmental management and flood control; water resource conservation; rewards and incentives for environmental services; and various health and hygiene issues. “Water Resources Conservation” is the theme for the fourth MMC campaign and conducted at East Java, Central Java, West Java, West Sumatra and North Sumatra, by all respective POC Specialists. ESP combined public relations and media relations approach in implementing the campaign. The activity and message design based on campaign specific objective, that is to raise awareness on upper and downstream water conservation importance in Indonesia amongst journalist, media and decision makers. The campaign implemented in May-Jun 2006 and resulted into at least 35 news coverage at 25 print and electronic media both local and national coverage and 12 radio/tv talkshows. It involved 24 activities across the regions. One prominent result is one edition of Pikiran Rakyat, the most read news paper in West Java dedicated a special edition on water related issue. West Java POC implementing partner, K3A played a crucial role into this achievement as they contributed on articles and facilitated Pikiran Rakyat partnership with ESP and K3A. This Multi Media Campaign was implemented in the High Priority Provinces of North Sumatra, West Sumatra, East Java, Banten/DKI Jakarta and West Java. Thanks to ESP Public Outreach and Communications Specialists, as well as ESP technical and regional staff involved in this campaign. Thanks also to NGO, community, government and journalist partners for making this a success.

RINGKASAN EKSEKUTIF Public Outreach & Communications (POC) – ESP berfungsi memberikan dukungan lintas bidang bagi tim regional di propinsi dimana ESP berada untuk mengkomunikasikan prinsip-prinsip ESP serta merangsang perubahan perilaku untuk mendukung pencapaian tujuan ESP. ESP mencapainya melalui pelaksanaan tiga kegiatannya (Komunikasi Kesehatan, Kampanye Konservasi dan POC) secara terintegrasi di semua propinsi ESP sesuai yang tercantum dalam Rencana Kerja tahun 1USAID-ESP, di bagian Public Outreach&Communications tercantum dalam PM4.4, yakni pelaksanaan kampanye penyadaran secara rutin. Salah satu kegiatan POC adalah Multi-Media Campaigns (MMC), yang diselenggarakan dengan bekerja sama dengan media dan LSM di masing-masing propinsi prioritas setiap 2 bulan sekali di tiap ibukota propinsi. Pesan-pesan ESP dan Basic Human Services (BHS) dikomunikasikan melalui kampanye rutin ini yang menyampaikan informasi dan ajakan bertindak melalui media elektronik dan cetak. ESP akan melaksanakan 6 kampanye selama periode September 2005 – September 2006. Setahun ke depan ESP akan melaksanakan 6 MMC dengan fokus tema air untuk kehidupan, pengelolaan air minum di tingkat rumah tangga, pengelolaan lingkungan dan banjir; konservasi sumber air; jasa dan layanan lingkungan, serta tema yang terkait kesehatan dan higinitas. “Konservasi Sumber Air ” adalah tema keempat dari MMC yang dilaksanakan di lima propinsi prioritas ESP (Jawa Timur, Jawa Tengah, Jawa Barat, Sumatera Barat dan Sumatera Utara) oleh POC Specialist terkait. Kampanye dilaksanakan dengan menggunakan pendekatan public relations dan media relations. Kegiatan dan pesan kampanye dirancang sesuai dengan tujuan khusus kampanye ini yakni meningkatkan pemahaman tentang pentingnya konservasi air dari hulu sampai hilir di Indonesia bagi para pemegang kebijakan dan jurnalis. Kampanye ini dilaksanakan pada bulan Mei-Juni 2006 dan menghasilkan setidaknya 35 pemberitaan di 25 media lokal maupun nasional baik cetak dan elektronik serta 12 radio/TV talkshow. Kampanye ini melibatkan 24 kegiatan di seluruh propinsi pelaksana kampanye. Satu hasil utama adalah edisi khusus Pikiran Rakyat, koran paling banyak dibaca di Jawa Barat, tentang air. Partner kampanye POC Jawa Barat, K3A memiliki peran penting dalam pencapaian ini dimana mereka berkontribusi artikel dan memfasilitasi kerjasama Pikiran Rakyat dengan USAID-ESP/K3A. MMC ini dilaksanakan di Propinsi Sumatera Utara, Sumatera Barat, Jawa Timur, Jawa Tengah dan Jawa Barat. Terima kasih kepada semua POC Specialists, juga staff teknis dan tim regional yang terlibat dalam kampanye ini. Juga kepada LSM, masyarakat, pemerintah dan jurnalis yang memungkinkan terlaksananya kampanye ini.

1. STRATEGY - MMC “WATER RESOURCES CONSERVATION”

The regular multi media campaign by ESP conducted at 4 HPP for local media exposure and one Jakarta based campaign where it will exposes the national media. The previous campaigns has able to develop basic foundation for further elaboration on media and decision makers understanding on the environment and health issues, linked with water. MMC 4 will maintain the presence of the issue to stimulate further awareness of target audience and engaged stake holders for program enabling environment purposes. At the moment, ESP under go a shifting period where it strives to strengthen its communications capacity to support overall program achievement through program evaluation and formative research. Hence continuation of multi media campaign with decreasing intensity both on frequency and quantity. Theme Water resource conservation Facts

• More than half of Indonesian communities don’t have access to safe water. • More than 70% of Indonesia’s population relies on water obtained from potentially

contaminated sources. • No available long term solution yet on above matter, even though there were

already some initiatives and or projects to introduce alternatives in providing such need at certain community at certain areas.

• Water availability in Indonesia covers 6% from total water stock in the word are 21% stock from Asia Pacific (KLH, 2003), though from year to year the water scarcity issue became more prominent. Total national water loss is 32,18%.

• The Indonesia MDG report stipulated that community access to clean water facilities reached only half of total population, where three are 18% population with piped water. MDG also set objectives to reduced community without access to clean water by 50% by 2015.

• The limited clean water access due to high cost of service and low service quality thus increased use of ground water. The over exploits ground water will potentially damage the environment hence water quality and quantity degradation.

• Low public awareness on water conservation indicated by community behavior toward water which did not support effort in increasing access to clean water supply.

• Mortality rate of infants due mostly to ISPA and diarhea is 35 per a thousand birth where there is 46 death amongst children under 5 per thousand birth. Diarhea in specific was spread by water. This high incidence of diarrhea diseases in Indonesia adds into overall factor to high mortality rate on children under 5 years old in Indonesia. One of the contributing causes is contaminated water.

• Water related national policy has been produced in a scope of different aspects, includes No. 23/1992 on Health; No 7/2004 on Water Resources; No 32/2004 on Local Government where it stated that actions to provide needs for sanitation and

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

water access. Also Government Regulation No 10/2005 on Drinking Water and no. 27/1999 on Evaluation Environmental Assessment.

Objective Raise understanding on upper and downstream link on water conservation importance in Indonesia. Communications target

• Local and national journalist • Decision makers

Strategy Media relations approach:

• Using targeted media to spread the story using both relations based and paid space/slot to guarantee the issue placement.

• Provide in depth understanding towards current problem and alternatives solution/initiatives by presenting real facts and witnessing the initiatives to the journalist

• Partner up with government (ie. ministry of health, ministry of women empowerment, ministry of people’s welfare) to strengthen the issue credibility, by presenting real ‘face’ of the problem.

Activity

• Media campaign, stripping messages in selected and targeted media on water conservations at upper and down stream area to be executed at all ESP areas to maintain and develop wider awareness on related subject

• “Journalist visit” to spots with water conservations initiative at the designated area with local wisdom based of actions.

Implementation period March 20 – May 20, 2006 Implementer ESP POC specialist and its local partner

Message “Lets save our water-catchments areas”

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID 2


2. MMC “WATER RESOURCES CONSERVATION” IMPLEMENTED ACTIVITY

2.1. ACTIVITIES IMPLEMENTATION During April through June 2006, MMC implementation has affected by several important events in ESP. That is the additional province has been added into ESP sites, DI Yogyakarta/Central Java, where POC specialist also placed there to support program issues communication. The other event is Formative Research implementation on hygiene and water that was designed to provide data for developing ESP’ Strategic Communication for Behavior Change. This activity was supported by all POC and HH specialist at all regions. The third was an unfortunate earthquake incident at DI Yogyakarta. Starting this campaign period, ESP implemented MMC activities at major cities in the five HPP as ESP added DI Yogyakarta/Central Java as additional high priority province in the project However due to major earth quake happened in DI Yogyakarta, the program implementation was also affected, but the MMC implementation then was adjusted to this situation. Compare to previous MMCs, beside the unfortunate disaster in DI Yogyakarta, during the period, ESP is in progress conducting a Formative Research on hygiene and water at all ESP sites. All the POC and HH Specialist were involved in conducting the research to support national team in partnership with local partners. The effort in getting the message across was not as heavy as previous campaign, where most of the POC relied on media campaign instead of media relations activity. But West Java and Central Java managed to gained good support from their implementing partner, which enabled them to delivered messages across in both quality and quantity manner. DKI Jakarta did not have any activity during this period of campaign. This was due to availability of POC DKI Jakarta/West Java where she was focused in implementing Formative Research at the regions. The areas are:

• Bandung Municipality, West Java • Surabaya Municipality, District Purwodadi, District of Batu, East java • Padang Municipality, West Sumatra • Medan Municipality, Deli Serdang District, North Sumatra. • DI Yogyakarta, Magelang District

ESP’ work at the regions was supported by:

• West Java : Kelompok Kerja Komunikasi Air (K3A), Pikiran Rakyat • DI Yogyakarta/Central java : HIJAU (NGO) • West Sumatra : Forum PEDAS


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RONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID 4

2.2. TYPE OF ACTIVITIES In summary, following are the implemented activities at all area, even though each region implemented different set of activities based on regional needs:

• Media campaign – radio and TV talk shows, inserts, • Journalist briefing • Journalist discussion • Journalist visit • Workshop • Community campaign • Fact sheets productions • Exhibition


Table 1: Provincial Activity

No Activities Date Title Resource Media Region

1 Semiloka 5 Juli 2006

“Peran media dalam konservasi sumber daya air Jawa Barat”

1. Drs.H. Us Tiarsa (PWI Jabar) 2. Dr. Agus Rachmat (Kepala BPLHD Jabar) 3. Ir. Herdiwan (Direksi Majalah Surili)

West Java

2 Media Visit 11 Juli 2006

“Nyucruk jalan cai pikeun kahirupan balarea ”

1. Dine Andriani (K3A) 2. Dede Rukmana (Kaur lingkungan desa

Cimenyan) 3. Drs. Dadan Kurnia (BPD Kec. Cimenyan) 4. Dr. Mubiar Purwasasmita (Dewan Pakar

Lingkungan) 5. Ir. Tardan Setiawan (Dir. Air Bersih PDAM

Kota Bandung)

West Java

3 Talkshow Radio MARA FM

21 Juni 2006 “Perempuan dan konservasi air” 1. Sri Mulyasari (LP3ES) 2. Dadang Sudarja (WALHI JABAR) 3. Dine Andriani (K3A)

West Java

5 MARA FM 24 Juni 2006 “Sedot lagi-sedot lagi…Air tanah pun habis ”

1. Edy Sudarwanto (BPLH Kota Bandung) 2. Ir. Hardoyo (PLG) 3. Rohadji Tri Wahyono (K3A

West Java

6 MARA FM 1 Juli 2006 “ Konservasi air ala masyarakat Bandung Utara”

1. Dr. Anang Sudarna (KA. BP DAS Cimanuk Citanduy)

2. Wawan (Masyarakat Kec. Cimenyan) 3. Cecep Sukmara (K3A)

West Java

7 MARAFM 4 Juli 2006 “Pengaruh Implementasi PP 16 terhadap Konservasi Air”

1. Ir. Tardan Setiawan (Dir. Air Bersih PDAM Kota Bandung)

2. Dr. Chay Asdak (PPSDAL UNPAD) 3. Ir. Rohadji Tri Wahyono (K3a)

West Java

8 Sonata FM 21 Juli 2006 “Selamatkan kantung air kita” 1. Ir. Nurdin Efrisani (K3A) West Java 9 Talkshow TV

Bandung TV 3 Juli 2006 “Kantung air dan Kantung sampah” 1. Ir. Ikin zaenal Mutaqien, MSi (Kepala

BKSDA Jabar I) 2. Drs. Safrianus Yoseph (Humas PD

Kebersihan) 3. Ir. Dine Andriani (K3A)

West Java

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

5



10 Media Visit 12 Juli 2006 “Nyucruk cai pikeun kahirupan balarea”

1. Dine Andriani (K3A) 2. Dede Rukmana (Kaur lingkungan desa

Cimenyan) 3. Drs. Dadan Kurnia (BPD Kec. Cimenyan) 4. Dr. Mubiar Purwasasmita (Dewan Pakar

Lingkungan) 5. Ir. Tardan Setiawan (Dir. Air Bersih PDAM

Kota Bandung)

West Java

11 Media discussion 17 Juli Pembentukan tim media kampanye 1. Rahayu (LKMBP-Komunikasi UGM) 2. Tri Hastuti Nur (Komunikasi UMY)

Yogyakarta/Central Java

12 Media visit 22-23 Juli Kunjungan ke masyarakat Ngablak Panji Kusumah & Tim Hijau Pemandu Desa

Yogyakarta/Central Java

13 Exhibition 21-23 Juli Lestari Alamku Bangkit Pertanianku Tim Pemda Magelang & Masyarakat Ngablak Yogyakarta/Central Java

14 Round Table Discussion”

“Media dan Lingkungan Yogyakarta/Central Java

15 Talkshow ”Peraturan Daerah tentang Lingkunagn untuk Penylematan Sumber Air”

Dr. Suparto Wijoyo (Anggota Dewan Lingkungan Jawa Timur)

East Java

16 Talkshow Dialog Interaktif Hari Anak dengan Tema ”Anak Jatim Peduli Sungai”

Ibu Lita (Ketua Panitia HAN, Dewan Pendidikan Jawa Timur)

East Java

17 Radio Ad campaign East Java 18 Community campaign “Selamatkan Air Sungai”(Lomba lukis

anak – Hari Anak Nasional) East Java

19 Community campaign Permainan Ular Tangga bertema “Peduli Lingkungan”

Guru, Siswa/ Anak, Orangtua, dlsb East Java

20 Kontak rutin dengan media dan wartawan

Padang, 26 – 31 /6/06

West Sumatra

21 TV Talkshow TVRI Padang,

30/6/06 Selamatkan Kantong Air Kota Padang 1. Prof. Ir. Isril Berd, SU (Akademisi Unand bidang Konservasi Daerah Aliran Sungai)

2. Hanafi (Ketua Forum PEDAS Kota Padang) 3. Ir. Asnel (Kepala Dinas Peternakan, Pertanian

dan Kehutanan Kota Padang)

West Sumatra


6



7


22 Radio Talkshow Radio ProNews FM,

30/6/06 Selamatkan Kantong Air Kota Padang 1. Prof. Ir. Isril Berd, SU (Akademisi Unand bidang Konservasi Daerah Aliran Sungai)

2. Hanafi (Ketua Forum PEDAS Kota Padang) 3. Ir. Asnel (Kepala Dinas Peternakan, Pertanian

dan Kehutanan Kota Padang)

West Sumatra

23 Radio Talkshiow Radio Lite FM

5 – 14 Juli 2006 Selamatkan Kantong Air kita!

North Sumatra

24 Dialog interaktif Radio City FM

7 dan 18 Juli 2006 Selamatkan Kantong Air kita!

North Sumatra


From above details activity, the most implemented activities are media campaign (talk shows). This was intended as limited effort from POC to conduct many activities as most they were active contributing to Formative Research process at respective regions. However, West Java was able to pull the campaign on with good message presence as K3A, local implementing partner, was there to support the overall implementation. Major result was 4 pages of water issues placed at Pikiran Rakyat and series of talk shows disbursing campaign message to target audience. East Java were counting on partner contribution to support campaign implementation, where Yogyakarta/Central Java successfully formed media and NGO commitment as implementation partner at this period for long term campaign support. This initial steps were also followed by some news exposure at local media despite the unfortunate earthquake happened in the respective area. Both North and West Sumatra relies more dedicated slot to convey the messages, additionally they still maintain media relations with each journalist for message disbursement in non formal manner, some resulted into articles related to campaign theme.

2.3. COMMUNICATIONS TOOLS ESP also produced materials to support the activities at the region which was developed by the respective POCs. Half of the materials developed were gimmick materials dedicated as message reminder and event tools to use for the activity. While the rest of the materials dedicated to media campaign. North Sumatra and West Sumatra are two areas that are lacking on such materials as they are relying on talk shows at local radio stations. Table 2: MMC 4 Communication Materials

No Tanggal Produk Judul Keterangan

1. 4 Juli 2006 Pin “Save Water Resources” West Java

2. 11 Juli 2006 Topi “Save Water Resources” West Java

3. 12 Juli 2006 Fact Sheet “Cimenyan dari mata air menuju air mata”

West Java

4. 30 Juni 2006 Insert radio feature “Selamatkan kantung-kantung air kita“. West Java

5. 3 Juli 2006 Soundbyte Message “ Selamatkan sumber daya air” West Java

6. Banner/ Spanduk Selamatkan Air Sungai untuk Demi Anak kita di Masa Mendatang

East Java

7. T-Shirt Lestarikan Sumber Air Kita East Java

8. Radio Ad “Air kita milik kita” Central Java/ DI Yogyakarta

9. Jingle “Byur dan Hutanku Hidupku Central Java/ DI Yogyakarta

10. Radio Ad “Bukankah Air seharusnya bersih dan sehat?“

Central Java/ DI Yogyakarta

11. Pin Sungai bersih kehidupanku, banyuku nguripi, Airku hidupku masa depanku, Selamatkan air bersih

Central Java/ DI Yogyakarta



2.4. MEDIA CAMPAIGN SCHEDULE West Java used a regular placement ad related to the campaign message by using both radio and television. The message tapped into 3 messages:

• water catchments conservation – public ad • water catchments conservation – advocacy ad (message to the governor) • water conservation at home

The ad frequency where quite intense for two weeks period of campaign, further analysis on campaign affectivity required hence better result. Table 3: West Java Radio and TV Ad Campaign

July Total No Material Duration Media

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1

Insert radio feature : “Selamatkan kantung-kantung air kita “.

60 sec Radio Mara 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 30

2

Message to the governor: Selamatkan sumber daya air

63 sec Bandung TV 2 2 2 2 2 2 1 1 14

3 “Bagaimana kita menghemat air di keseharian kita”

GCD FM 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 40

2.5. REGIONAL MESSAGE FOCUS The umbrella theme “Water Resources Conservation” was translated into campaign message as “Lets Protect Our Water Catchments area!” This message was successfully carried out at the regions by focusing into ESP working area as part of campaign message with different angles. This was strongly addressed at North Sumatra, West Sumatra and Central Java/Yogyakarta. As West Java and East Java, the message direction goes at policy and community role. Some POCs translated the issue through many facets of problem attached to it by linking it with ESP working areas. Padang highlighted TAHURA Bung Hatta and Suaka Alam Barisan 1, Medan profiled Deli Watershed and Yogyakarta used up stream Tangsi Program Watershed to showcase the message. Details message focus:

• West Sumatra : saving our catchments area -> up stream area focus • North Sumatra : saving our catchments area -> up stream area focus • Yogyakarta/Central Java : saving our catchments area -> up stream area focus • West Java : saving our water catchments: the role of media and

community • East Java : saving our water catchments and river of Brantas ->

focus more on river conditions.


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LTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION ERIODE MARCH – MAY 2006

RONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID 10

3. ACTIVITY RESULTS Through above mentioned activities implemented, ESP gained following:

1. Implemented 24 activities across Java and Sumatra to carry campaign messages. 2. Yogyakarta/Central Java paved some early steps to build partnership with local

media to strengthen environment and health issues exposures at respective area.

3. Special coverage on Pikiran Rakyat on water issues in Jawa Barat as result of ESP partnership with K3A.

4. K3A as local implementer formed by ESP gained recognition from media

5. Through the campaign, some new involvement materialized as support to the

message delivery, that is Pikiran Rakyat (West Java) and NGO: HIjau (DI Yogyakarta).

3.1. NEWS COVERAGE Message distributed in print and electronic media during campaign period to target audience. Total media coverage: 35 news coverage, 12 radio/TV talk shows/variety shows, at 25 media. Regional details:

• West Java : 22 print article, 1 tv news, 5 radio news, 6 talkshows, at 14 local/national media.

• West Sumatra : 1 radio talk show and 1 tv talkshow at 2 local media. • East Java : • North Sumatra : 4 radio talk shows, at 2 media • Yogyakarta/Central Java : 7 news coverage at 3 news paper, 2 TV and 2 radio

The major earner of news coverage is West Java as this province has the most comprehensive activities with total support from Pikiran Rakyat, the major news paper in West Java. Yogyakarta, despite the earthquake, still managed to gained exposures through events and relationship building with local leading media, Kedaulatan Rakyat. Sumatra island relies mostly on placing the issue directly to media whilst East Java has a lack of news record during this campaign, even though they did performed series of events. News clipping attached to this report.


Table 4: Detail Earned Media Coverage

No Media Name Title Date Rating/Circulation Event Region

1 Koran KOMPAS Sumur artesis debitnya tergantung resapan air

26-Jun-06 800.000 Bandung

2 Televisi Bandung TV Lintasan Peristiwa 5-Jul -06 650.000 Semiloka – 5 Juli 2006 Bandung 3 Radio Ganesha Walagri

93.3 FM Peran Media dalam Konservasi Sumber daya air Jawa Barat

5-Jul -06 7.000 Live interview, Semiloka – 5 Juli 2006

Bandung

4 Radio RRI Pro 3 FM Peran Media dalam Konservasi Sumber daya air Jawa Barat

5-Jul -06 1.000.000 Live interview, Semiloka – 5 Juli 2006

Bandung

5 Radio Shaf AM Peran Media dalam Konservasi Sumber daya air Jawa Barat

5 Jul-06 7.000 Live interview, Semiloka – 5 Juli 2006

Bandung

6 Koran KOMPAS Media dalam Konservasi Pemberdayaan air

6 Jul-06 530.000 Semiloka – 5 Juli 2006 Bandung

7 Koran Seputar Indonesia Air tanah di kota Bandung : Kondisinya sangat memprihatinkan


8 Koran Galamedia Pabrik pengolahan sampah diharapkan direalisasikan


9 Koran Pikiran Rakyat TPA Sarimukti jadi solusi sementara 6 Jul-06 468.000 Semiloka – 5 Juli 2006 Bandung 10 Koran Galamedia PDAM Membangun Air Siap Minum 6 Jul-06 101.000 Semiloka – 5 Juli 2006 Bandung 11 Koran Republika TPA Gunung Hejo batal digunakan 6 Jul-06 12.000 Semiloka – 5 Juli 2006 Bandung 12 Koran Tadjuk Krisis air akibat dieksploitasi bisnis 10-Juli-2006 2.000 Semiloka – 5 Juli 2006 Bandung 13 Tabloid Galura Usum halodo ayeuna Jawa Barat

baris tigerat ku cai Minggu II Juli 06 2.500 Semiloka – 5 Juli 2006 Bandung

14 Koran KOMPAS Kesadaran petani menggalakkan Konservasi Rendah

12-Jul-06 530.000 Media Visit - 11 Juli 2006 Bandung

15 Koran Radar Bandung Pelanggan PDAM turun hingga 2 ribu 12- Jul-06 3.000 Media Visit - 11 Juli 2006 Bandung 16 Radio RRI Pro 3 FM Nyucruk Jalan Cai pikeun kahirupan

Balarea 12-Jul -06 1.000.000 Siaran Tunda, Media Visit -

11 Juli 2006 Bandung

17 Radio Ganesha walagri 93.3 FM

Nyucruk Jalan Cai pikeun kahirupan Balarea

12-Jul -06 7.000 Live interview, Media Visit - 11 Juli 2006

Bandung

18 Koran Pikiran Rakyat Perlu Penggalangan Kampanye dan Usaha Antisipasi Krisis Air, Sumber Air tinggal 10 %”



11



12

No Media Name Title Date Rating/Circulation Event Region

19 Koran Republika Mediasi Aset PDAM tak Efektif 12 Jul-06 12.000 Media Visit - 11 Juli 2006 Bandung 20 Koran Pikiran Rakyat Selamatkan Air! 13-Jul-06 561.000 Media Visit - 11 Juli 2006 Bandung 21 Koran Pikiran Rakyat Pulus Binong Mata Air Terakhir? 13-Jul-06 561.000 Media Visit - 11 Juli 2006 Bandung 22 Koran Pikiran Rakyat Tanah tak lagi Menyimpan air 13-Jul-06 561.000 Media Visit - 11 Juli 2006 Bandung 23 Koran Pikiran Rakyat Hujan pun tak akan datang begitu

saja 13-Jul-06 561.000 Media Visit - 11 Juli 2006 Bandung

24 Koran Pikiran Rakyat Perempuan sangat vital dalam konservasi air


25 Koran Pikiran Rakyat Tanamkan perilaku konservasi sejak dini


26 Koran Pikiran Rakyat Air,Bersih saja tak Cukup ! 13-Jul-06 561.000 Media Visit - 11 Juli 2006 Bandung 27 Koran Pikiran Rakyat Beberapa cara mudah mendapatkan

air minum sehat. Bida direbus, bisa juga dijemur


28 Koran Bernas Hilangkan Lelah di sungai yang terancam sampah

18 Juni 2006 Hasil diskusi informal DI Yogyakarta /Jateng

29 Koran Bernas 12 Kecamatan Rawan Krisis Air 13 Juli 2006 DI Yogyakarta /Jateng

30 Koran Bernas Hari Krida Pertanian, ESP sosialisasikan cuci tangan pakai sabun

22 Juli 2006 Community visit Ngablak & Pameran bersama Pemda

DI Yogyakarta /Jateng

31 Koran Suara Merdeka Jeruk Keprok di Hari Krida 24 Juli 2006 376.000 DI Yogyakarta /Jateng

32 Koran Kedaulatan Rakyat Selamatkan Air, Kembalikan Fungsi Hutan

5 Aug 2006 520.000 Hasil tatap muka dengan Pemred KR

DI Yogyakarta /Jateng

33 Koran Kedaulatan Rakyat Sekolah Lapangan Selamatkan Air 8 Aug 2006 520.000 Hasil press tour DI Yogyakarta /Jateng

34 Koran Kedaulatan Rakyat Orang Desa Juga Harus Pintar 13 Aug 2006 520.000 Hasil press tour DI Yogyakarta /Jateng

35 Majalah Forum Keadilan Belajar Pelestarian Alam ala Sambak 9 Sept 06 Journalist interview DI Yogyakarta /Jateng


3.2. REACHING TARGET AUDIENCE From the monitored activities, the media selection to place the issues targeted to campaign target audience (media, decision makers and local leaders). The campaign at least reached 44 journalists from all regions. However, there is still slots that reaches public at large, this happened as regional POC intended the campaign to still reach the public at large. East Java, for example, was still using the children to convey the message, where Hari Anak Nasional used as campaign hook. This message venue used to support message delivery on river water protection. Yogyakarta/Central Java use different angle that lead into campaign messages with stripping messages related to forest, river protection, drinking water and solid waste. Details journalist reach:

• West Sumatra : 6 journalists • North Sumatra : 19 journalists • Yogyakarta/Central Java : 9 journalists • West Java : (data N/A) • East Java : 10 journalists

Table 5 Journalist Attended MMC activities

No Nama L/P Media Email Kota

1 Jalaluddin Syahputra L KISS FM [email protected] North Sumatra

2 Roby Karo-karo L Radio Prapanca Trijaya FM

[email protected] North Sumatra

3 Diana S P Hr. Sumut Pos [email protected] North Sumatra

4 Rijan Irnando Purba L Hr. Medan Bisnis [email protected] North Sumatra

5 Andy L Hr. Kompas [email protected] dan [email protected]

North Sumatra

6 Boby P L Deli TV - North Sumatra

7 Yusran Yunus L Hr. Bisnis Indonesia [email protected] North Sumatra

8 Dian K Tarigan P Hr. Global [email protected] North Sumatra

9 Desi Yanthi P Hr. Sumatra - North Sumatra

10 Asril L Hr. Waspada - North Sumatra

11 Budi Alimuddin L Hr. Sumut Pos [email protected] North Sumatra

12 John Parlyn Sinaga L Medan Bisnis [email protected] North Sumatra

13 Apriadi Gunawan L The Jakarta Post [email protected] North Sumatra

14 Ken Norton L Media Indonesia [email protected] North Sumatra

15 Bambang Soedjiartono L Tempo [email protected] North Sumatra

16 Hendry Sitinjak L Suara Pembaruan [email protected] North Sumatra

17 Andy L Kompas [email protected] North Sumatra

18 Odjie Nasution L Sinar Harapan [email protected] North Sumatra

19 Yulhasni L Sumut Pos [email protected] North Sumatra

20 Adi Prasetio L Kompas Yogya DI Yogyakarta/ Central Java

21 Agung Setiahadi L Kompas Yogya DI Yogyakarta/ Central Java


mailto:[email protected]



















No Nama L/P Media Email Kota

22 Effi Widjono Putro L Kedaulatan Rakyat DI Yogyakarta/ Central Java

23 Ekky P Kompas Solo DI Yogyakarta/ Central Java

24 Kristiadi L TVRI DI Yogyakarta/ Central Java

25 Octo Lampito L Kedaulatan Rakyat DI Yogyakarta/ Central Java

26 Bayu L NGI DI Yogyakarta/ Central Java

27 Madina Nusrat P Kompas Magelang DI Yogyakarta/ Central Java

28 C Kurniawati P Bernas Magelang DI Yogyakarta/ Central Java

29 Yuafriza P Tabloid Puailiggoubat West Sumatra

30 Tularji L Harian Bisnis Indonesia/ProNews FM

[email protected] West Sumatra

31 Feraneldi L Tabloid Puailiggoubat West Sumatra

32 Hendra Makmur L Media Indonesia West Sumatra

33 Aim Zein L ProNews FM [email protected] West Sumatra

34 Fuad L TVRI Padang West Sumatra

35 Nina P Kompas [email protected] East Java

36 Aris L Jawa Pos [email protected] East Java

37 Rachmat L Bhirawa East Java

38 Seger L Duta Masyarakat East Java

39 Heti Palestina P Radar Surabaya [email protected] East Java

40 Alam L Mercury FM [email protected] East Java

41 Yeyen P Kosmonita FM East Java

42 Yunan L Surya East Java

43 Endang P Jayabaya East Java

44 Yeni P Gapura Surabaya [email protected] East Java






4. LESSON LEARNED

4.1. CHALLENGES

1. The ability to wrap the issue into a selling issue to the media is a challenge that needs to be overcome by gaining confidence and skill to do so.

2. Tight time line to conduct the campaign where mostly affected by other important events occurred at ESP and the Yogya Earthquake. This also has implications to media respond toward issue presented as they have other important issue in focus, specially for Yogyakarta/Central Java, where the earthquake took place as media major concern.

3. There were gaps on journalist/editor understanding toward current issue, a capacity building on health and environment issue suggested.

4. Short campaign period provided for this campaign was not in favor to the quality of campaign activities and materials.

4.2. RECOMMENDED ACTION TO TACKLE THE CHALLENGES

1. To continue improving local partner’ capacity in media relations and its

implementation for better campaign implementation at local level.

2. Improve the media planning aspect in order to reach the target audience.

3. Improve the management of monitoring and evaluation for the campaign plus add more data reference for media coverage, audience data and content analysis post activity.

4. An up grade on the issue direction for every campaign along with the umbrella

strategy will be an advantage to implement the MMC across the region to enhance the quality campaign performance. Thus uniformity on campaign tools and issues can be delivered by also guarantying local content and creativity.

5. Intensive approach to targeted journalist (from major local news paper) and media is

recommended as part of the effort in advocating the media to place higher frequency and space in their media for ESP/BHS issues.

6. To continue maintain relationship with journalists by strengthening data supply and

news angle related to ESP issues, hence maintained issue interest aiming into news as an output.


ENVIRONMENTAL SERVICES PROGRAM Ratu Plaza Building, 17th. Fl.

Jl. Jend. Sudirman No. 9 Jakarta 10270

Indonesia

Tel. +62-21-720-9594 Fax. +62-21-720-4546

www.esp.or.id

MMC 4 Water Resources Conservation

Documents

traditional water

water value

multi media campaign

media campaign schedule

contract number

esp east java

dai project number

list of table table